NYX, a bold challenger in the cosmetics industry, faces a daunting 3:1 spending gap against major rivals. Seeking breakthrough moments to boost brand visibility and launch its new product, NYX turned to the SuperBowl, a pinnacle of cultural attention. With all eyes on the ads, NYX saw a golden opportunity to create massive awareness, buzz and compete directly with its main competitor – at a fraction of the cost.

Rather than futilely matching their competitors' budgets, NYX innovated its approach with smart spending. Venturing into linear advertising for the first time, especially on such a prestigious stage, was a daring move. Unable to swing a traditional national SuperBowl ad, NYX instead opted for a local regional approach in priority markets paired with a digital-first strategy to stretch their dollars.

Their strategic approach showcases NYX's resourcefulness and drive, establishing them as a formidable player in the beauty industry's intense landscape.

For its SuperBowl debut, NYX elevated its signature light-hearted brand tone to match the scale of the cultural moment. The commercial spot, featuring Cardi B, cleverly leans into an inside joke with their community, womensplaining the use of Duck Plump. Cardi B explains how the lip gloss product, Duck Plump, provides “bigger” and “plumper” results, but men hilariously misinterpret the name, leading to unexpected applications. This bold concept, inspired by consumer insights, not only embraced a daring joke but also empowered women, placing them at the forefront of the narrative.

The spot's blend of celebrity, trending topics, and buzz-worthy content captured the essence of NYX's brand identity, resonating with audiences and sparking conversations. It was a risky and impactful move that showcased NYX's innovative spirit and commitment to pushing boundaries in the beauty industry.

Designed to boost visibility and cultural relevancy within maximized media value, a three-phased media strategy was implemented.

- Pre-Game: 15s teaser feat. CardiB ignited curiosity with strategic OOH targeted key markets like NY & LA, focusing on exclusively product distributed Ulta stores.

- Game-Day: full ad premiering on digital platforms & during the Pre-Game Kickoff in Houston & Atlanta, capturing millions' attention. In-game, an alternative spot ran with a QR code for the remaining :17 seconds in NY & LA. Our search strategy targeted local consumer responses, with enhanced keywords (“NYX QR code") & secured a last-minute Univision spot for the Hispanic audience, expanding budget for National network distribution.

- Post-game: sustained audience attention on Ulta, Hulu, TikTok, iHeart local radio, targeting CardiB and music fans. NYX even became the official sponsor of the "This Is Cardi B" playlist on Spotify, extending our brand's presence in the music scene.

When the NFL unexpectedly disapproved NYX's original 30s spot, we turned the setback into an opportunity to dominate the conversation. The shift forced us to be more intentional with media to maximize SuperBowl impact with limited support.

A revised 15s spot was crafted, featuring a QR code directing viewers to the "uncut version." This spot aired strategically in NY and LA, with national coverage on Univision during the SuperBowl. The "uncut version" premiered during the Pre-Game Kickoff in HOU and ATL, maximizing anticipation and buzz.

To pique Gen Z interest, a teaser featuring Cardi B's "That's Suspicious" circulated on TikTok and YouTube. During and after the SuperBowl, only the "uncut version" was shown across social media, audio platforms, programmatic video, and streaming services. This agile response kept NYX at the forefront, making them the most talked-about & social engaged advertiser, despite not airing as intended.

NYX's SuperBowl campaign achieved remarkable success, propelling the brand to new heights of recognition and engagement. The campaign secured NYX the #3 beauty rank on TikTok shop and earned the prestigious title of #1 innovation at Ulta, showcasing the brand's innovative edge. SuperBowl Sunday saw record-breaking traffic to NYX's website, with Duck Plump keywords surging by an astonishing +1,400% compared to the previous Sunday.

Notably, Globe Pilot Awareness surged from 55 to 62, underscoring the campaign's success in achieving widespread brand awareness. Post-SuperBowl, NYX garnered significant press attention, with numerous news articles discussing the NFL's disapproval and generating substantial organic buzz across news outlets and social media platforms.

Duck Plump's success has already surpassed NYX Ulta's 2023 spring launch record, further solidifying the campaign's impact and NYX's position as a trailblazer in the beauty industry.